Expand Your Virtual Horizon
If you have read this blog for any period of time you are aware that Cisco utilizes a variety of virtual technologies to expand the reach of our collaborations, communications and event activities. Obviously we feel strongly about collaboration and leverage WebEx Meeting, Telepresence, Show and Share, Quad collaboration software and more in our day to day internal and external collaborations.
In addition (and for quite some time now) social media of all kinds including Blogs/Vlogs, Twitter, LinkedIn, and of course Facebook and YouTube have been utilized to engage our customers in a two way dialogue. These mediums have proven to be very effective in empowering word of mouth credibility to Cisco, which is in my opinion more powerful than any ad spot we can purchase. Having your customers extol the positives as well as the negatives and then engage in open conversation personifies the human network.
On the event front webcasting has been a staple in the Cisco marketing repertoire for years now. In the last 5 years the use of arenas like Second Life (and other virtual worlds), web based virtual platforms (such as InXpo, Unisfair, 6 Connex, and ON24) , and embedded media in key media outlets such as the NYTimes.com and BusinessWeek.com have been steadily growing and evolving.
During Cisco Live Las Vegas 2010 many technologies were leveraged to empower the physical and virtual attendees. This included mobile, virtual event, social media, and a full spectrum of Cisco technologies.
I am going to focus on two usages in the rest of this blog that continue to expand our virtual horizon, the use of uStream and Foursquare at Cisco Live Las Vegas 2010.
The uStream platform was leveraged for key broadcasts (keynotes, executive chats and super sessions) from Cisco Live Las Vegas 2010 to a larger unqualified (i.e. registration not required to watch) audience. uStream’s embed codes enable the media and the social stream (Facebook, Twitter, AIM) to be placed on any web site or blog. Also by leveraging a uStream specific application a tab can be enabled on any Facebook fan page. This was critical in meeting a key goal of extending major product and service announcements like the Cius, UCS and more out to as many viewers as possible. It also raised awareness on Cisco Live as a whole and resulted in net new registrants to the Cisco Live and Networkers Virtual platform. With 31k unique viewers and 101k streams served from 29 June – 1 July the platform proved very successful in meeting the end goal.
For those who are not aware of what foursquare is I pulled this from the web site:
Foursquare is a mobile application that is a cross between a friend-finder, a social city-guide, and a game that rewards you for doing interesting things. Foursquare lets you “check in” to a place when you’re there, tell friends where you are, and track the history of where you’ve been–and who you’ve been there with. Foursquare challenges you to explore your city in new and fun ways by earning points, winning mayorships, and unlocking badges and specials for trying new places and revisiting old favorites.
Cisco Live Las Vegas 2010 leveraged foursquare for a physical attendee scavenger hunt. Each day, a clue was provided through a social media channel for the foursquare check-in location of that day. The first 75 people to check-in to the foursquare location and show the designated representative that they had checked-in and completed any associated social media task, received a colored Cisco Live button unique for that game day.
All Foursquare participants who obtained a button received a daily prize redeemable at the Cisco Store by showing the button. Receiving a button also qualified the participants for the grand prize.
Given this was the first year this type of contest was held the Cisco Live Marketing team developed a winning format with over 802 check-ins posted. The other positive result was that many of the attendees started using foursquare to connect on site with other attendees. For example with posts asking folks to join them for a Networker Operations Tour.